Crédit Agricole’s first baseline, the famous “Bon sens près de chez vous” (“Common sense close to home”), was launched in 1976. The baseline reflected Crédit Agricole’s specific qualities relative to other banks, with its extensive local presence, closeness to people, knowledge of their needs, and ability to offer them the best advice, drawing on its well-known “common sense”. Variations of this baseline were created through to the early 2010s, including “Le bon sens en action”, “L’imagination dans le bon sens” and “Le bon sens a de l’avenir” (respectively, “Common sense in action”, “Imagination with common sense” and “Common sense has a future”).
As shown in the poster, the “common sense” baseline was always accompanied by a sign pointing the way to a branch, as for a more traditional service. Crédit Agricole’s local and regional coverage was already the most complete at the time, ahead of its main rivals. A champion in the creation of new points of service in the 1970s and 1980s, Crédit Agricole set up shop in large rural towns as well as peri-urban and rural-urban areas, more than doubling its number of branches between 1967 and 1984.
The customer base diversified and began to include all strata of society. Crédit Agricole can thus legitimately highlight the close relations that it cultivates with local and regional areas and their inhabitants, regardless of their situation.
>> Take a look back at 50 years of advertising :https://www.credit-agricole.com/en/group/the-history-of-credit-agricole